Michaels
For Michaels, the nation’s largest retailer of arts and craft supplies, holidays are a big deal. 30% of their sales come from seasonal items, or from craft supplies purchased for holidays.
So in 2024, they wanted to position Michaels as the holiday decorating authority for both Halloween and Christmas.
My team helped Michaels create a new campaign in which “holiday experts” like vampires, spooky twins, and a giant yeti head to the store to take their holiday game to the next level.
Michaels Halloween “Twins” :15
Michaels Halloween “DRAC JR” :15
Michaels HOLIDAY “UNBELIEVABLE” :15
Michaels HOLIDAY “ONE-UPPING” :15
Michaels HOLIDAY “CRAFTER” :15
We also created short spots for social media, designed to showcase Michaels’ DIY offerings.
We also made the yeti a star on TikTok. Here’s a clip of one of his behind-the-scenes posts.